How can a PR campaign help my company grow?

3 Answers

I am a PR Consultant. PR will help create brand awareness. It is more credible than advertising as it is editorial. Steve's answer is excellent and detailed. Media coverage can definitely enhance product/services awareness.

Strictly speaking Susan, on its own PR won't help a company grow. Or rather, it can't. However, once achieved, it's what you do with the results that will foster growth. PR does one thing exceptionally well. It garners publicity. If you can convert that publicity into sales, then your company will grow.The advantage of PR over other forms of promotion is the perception of third party endorsement. Meaning, the audience is more likely to accept the positioning of a company if it comes from an unbiased writer. Unsolicited commentary carries more weight than paid promotion. Of course, the trick is to get the publicity in the first place. Media coverage is notoriously difficult to manage and only the stories of greatest interest to the target audience will get published. The message contained must be relevant to the audience, and sufficiently interesting to capture attention. In the main, it requires expert practitioners who know their way around the appropriate media and are adept at finding the right angles to promote stories. Well-managed PR can certainly enhance launch campaigns, build product and service awareness amongst target groups, and stimulate traffic to information resources. Then it's the job of Marketing to convert those enquiries into sales leads, and hence, grow the company.